By resorting to the fabrication of events, advertisers contribute to a wider societal issue, fuelling the fires of cynicism and skepticism, says Éric Blais.
Social media
Brands Struggle To Balance Purpose And Real Value
Bitty & Beau's is a movement first and a business second. However, not all brands should put purpose first in their communications, says Eric Blais.
Chip Wilson: A Misguided Visionary In Modern Branding
The Lululemon founder is a visionary builder possessing deep insights, but his recent remarks reveal an antiquated way of thinking about branding and customer targeting, says Eric Blais.
Pwhl Puck Drop Feels Like Good News-Now Let's See Brands Get In The Game
Brands that claim to be supporters of hockey need to extend their sponsorship beyond only the men's game.
To Pull Or Not To Pull?
In the wake of the controversy surrounding Zara's recent campaign, how can brands avoid such situations and what can they learn from them?
Networks Are Finding Out The Hard Way That Creativity Cannot Be Commoditized
And that's a good thing for the future of adland, says NFA's Serge Rancourt
A Year-End Review, And A Sincere Thank You
As the curtain comes down on another year in Canadian advertising, we're also preparing to bring down the curtain on The Message-as we've known it.
Chevrolet's Holiday Card: Blurring The Lines Between Commercial And Compassion
The world needs stories that touch on important social issues and human experiences, says Éric Blais. And if those stories drive sales, it's a win-win situation.
Thankful That I Get To Be Curious In An Industry That Prizes Curiosity
Determining The Message's annual Mighty List is always a refreshing reminder of just how much great work is produced every year.
C-18 A Good Start, But Big Problems Remain
An Online News Act resolution represents progress for Canadian media, but the existential threat of big tech remains. At least there'll (presumably) be one less player.
From Ad Agency War Room, To The Political Battleground
Max Valiquette taking a senior communications role with Justin Trudeau got Éric Blais thinking about ad folks and politics. His advice: "attache ta tuque."
Indigo'S Heather Reisman Needs To Pick A Lane
With Heather Reisman back in charge, Indigo seems to be pursuing a 'think big, act local' strategy where "each store should feel like an independent," says Éric Blais.
Journalists And Pr People Don't Have To Be Friends, But We Rely On Each Other
"Our job is to seek out information and report on it, not passively wait for information to come to us," says The Message co-founder Chris Powell.
Let's Talk More About Canadian Design
Two big awards shows reminded us that there's amazing work being done in Canada, and that we don't talk enough about design.
Why 'Now And Then' Feels Like A Signpost Moment On Ai's Long And Winding Road
AI helped create the first new Beatles song in decades, but what role should it play in an essentially human endeavour like art?
Bud Light's Marketing Quagmire: A Calculated Risk, Or Another $100 Million Mistake?
Critics say that Bud Light's new UFC sponsorship is another marketing blunder. But Eric Blais wonders if it could actually be a statement of intent.
The Paradox Of Adland Nostalgia And Future Fetishism
The holdcos are making moves to position themselves for the future, but some people deride them for letting go of the past.
Is Alberta's Scary Black-Out Ad Campaign A Sign Of Things To Come?
Alberta's "Tell The Feds" campaign raises questions about how governments spend taxpayer money on partisan communications, says Éric Blais. And it could pave the way for a new advertising free-for-all.
Truth And Reconciliation Beyond Orange Squares On Social Feeds
Regulation
Brands should play an important role as vehicles for action, beyond performative "we are listening and learning" statements, say Public's Phillip Haid and Caleigh Farrell.
How Blue Jays' Defeat Is A Wake-Up Call For Marketers
The team's blind faith in analytics provides a cautionary tale about data-driven communications, says Noel O'Dea.
How Elon Proves The Media Economy Is Broken
The ad industry funded a model that starved traditional media and journalism for years. Elon Musk thinks that's good. He couldn't be more wrong, and it's time to do something about it.
Looking For A Way To Mix Book Smarts With Street Smarts
Deciphering dense academic jargon and theoretical musings can be difficult in an industry obsessed with speed, says Éric Blais.
Big Grocers' Image Problem
Ottawa is asking hard questions about rising food prices, and even if they want to blame others, Canada's "Big Grocers" better come up with some answers.
Martha, Martha, Martha (A Special Return Of The Redmond Review)
Craig Redmond wrote this column just before his life was turned upside down. He wanted to share that column, and the reasons for its delay, in this special return of The Redmond Review.
Have Lcbo And Saq Become Too Good?
The provincial alcohol sellers have written a textbook case in retail excellence, but are they acing the social responsibility test? Perhaps it's time to take a page from the Swedish playbook.
We Need To Dislike Advertising As Much As Consumers Do
Adland has lazily assumed that what we do is valuable to consumers, says Shaun McIlrath. But 90% of the time they would actually pay to avoid it.
What Comes After Z? A More Nuanced Understanding Of People
What if the letter 'Z,' as the last letter of the alphabet, is sending us a signal that we should stop lumping people together based on their birthdate?
Four Tips On Effectiveness Magic, Including A Lesson From David Blaine
A popular Cannes presentation by three of the industry's best known effectiveness experts got Kevin Keane thinking about some suggestions of his own.
Leaders Start With Why, But Wise Marketers Start With Who
Some brands have succeeded with purpose led work, but Éric Blais prefers the Peter Drucker maxim: "There is only one valid definition of business purpose: to create a customer."
Don't Build, Write
Creating a successful pitch deck requires thinking like a magician. The trick is to create a compelling story, says Trevor Thomas.
The Rise Of Account Planners Pushed 'Suits' Into The Background. It's Time To Bring Them Back
In another era, account executives were much more than just process and delivery experts, says Éric Blais. They were like management consultants helping to drive the creative business.
Your Purpose Is A Joke
The best purpose-led campaigns-like those from Dove, Wendy's and most recently Fiat-start with a clear brand conviction, says Trevor Thomas. Otherwise it's like a punchline without a set up.
The Quest For Disruption, And The Danger Of The Abilene Paradox
Lots of brands say they want to be game-changers, but stability and continuity are at the core of who they are, says Éric Blais
The Cbc Needs A Gold Medal In Paris
At a time when powerful voices want the CBC to be defunded, the Summer Olympics are an opportunity for the public broadcaster to demonstrate its true value to Canada.
Ozempic Proves Canada Must Update Dtc Drug Advertising Rules
When people learn about a drug through popular media, Canada's rigid DTC advertising no longer makes sense and must change with the times, says Éric Blais.
On The Hour: Why The Traditional Hourly Billing Model Is Broken
Creativity and the best ideas have little to do with timesheets, or time of day for that matter. Joanna Track says it's time for the ad industry to think differently.
The Problem With Double Nintendos
A recent Columbia campaign about goats-or was it G.O.A.T.s?-left some Quebeckers bemused, and reminded Éric Blais about the challenges of English marketing in French Quebec.
Dear Cannes Judges: Have Fun, But Award Fun Too
Cannes judges shouldn't only award tear-jerking work that wants to save the world, says Angus Tucker. "Fun and laughter and are as much a part of the human condition as love and hope."
Don't Ban Fossil Fuel Advertising-Be Better At Promoting Electric Instead
There are those who believe we should ban ads for fossil fuels to save the planet. Eric Blais thinks we'll have more luck if we encourage electric vehicle sales instead.
Even With Some Players Offside, The Nhl Must Keep Playing With Pride
The NHL's Pride Nights send a message to LGBTQ+ youth that hockey is for them, says Sam Archibald. The pressure is on teams and sponsors to make sure they move forward and not backward
Earned Media Is Good, But Ads Are The Missing Piece In Agencies' Self-Promotional Puzzle
When agencies create ads to build their own brand, they get to show their true capabilities, free from obstacles like excessive creative testing and overly cautious clients.
Do We Even Need Strategy Interns Anymore?
ChatGPT and other AI tools are transforming the way the industry works, but that includes how it works with interns, says One Twenty Three West's Colin Carroll.
Kill The Competition: A Guide To Becoming An Antihero Brand
TV is awash with flawed characters audiences cheer for. VMLY&R's Trevor Thomas wonders if marketers should try a similar approach.
When Brands Get Serious, Nothing Should Be Left To Chance
Advertising addressing public health issues needs very careful consideration of unintended consequences for all audiences, says Eric Blais
Pay Up Or Shut Up: It'S Time To End Unpaid Internships
Aside from being unethical, not compensating people for their work perpetuates inequality by taking opportunities away from those who can't afford to work for free, says Swerve's Andrew Wagar.
Finding Insight: Why A Classic Pixar Movie Contains Important Lessons For Marketers
Finding Nemo is much more than a fish story, says VMLY&R's Trevor Thomas. It demonstrates the power of finding a true human insight.
I Used To Be Worried About Ageism...
Asking ChatGPT for some help with a column about ageism in advertising got Éric Blais thinking about the need to step up our game or become obsolete, no matter our age.
When Brands Take A Stand... And A Risk
Bernbach said 'A principle isn't a principle until it costs you something.' But what about when a principled stand evokes an angry mob, asks Éric Blais
Saving Local Media Requires New Thinking And New Data
Local media is often ignored by media planners because of gaps in the data that ignore smaller communities and marginalized groups, says Sarah Thompson
The Trouble With Funnel Vision
The industry's fixation on data, targeting and the sales funnel overlooks the real, long-lasting power of mass advertising, says Éric Blais.